This Week’s Exec Shifts: Northwestern Mutual CMO Aditi Gokhale Promoted To SVP

This week, the first CMO for Northwestern Mutual can add SVP to her title.

Northwestern Mutual Promotes CMO To SVP

Financial security company Northwestern Mutual announced several executive appointments, including the promotion of Aditi Gokhale to senior vice president, who will also continue her role as the company’s chief marketing officer. Gokhale joined the Milwaukee-based insurance and investments giant in 2017 as the first-ever CMO for Northwestern Mutual and its subsidiary LearnVest. Since then, she has been working to revamp the company’s marketing strategy with campaigns such as “Spend Your Life Living,” which launched earlier this year.


Andrew Clarke Moves From Mars CMO To Global President Of Confectonary

Mars Inc., makers of M&Ms and other candies, promoted its chief marketing and customer officer Andrew Clarke to global president of Mars Wrigley Confectionery. He replaces Martin Radvan, who announced his retirement after a 32-year career with the company. Clark joined Mars in the UK in 2000 and has served as its CMO since 2015. Clarke will be based out of the company’s global headquarters in Chicago when he takes up his new position in September.

“Andrew is the right person to lead Mars Wrigley Confectionery into its next chapter. His track record for driving ambitious change while delivering results is the fuel our business needs to thrive in an ever-changing consumer and retail landscape,” said Mars CEO Grant Reid in a statement. “Andrew brings great global perspective, combined with a principled approach to leadership and passion for engaging and inspiring teams.”


Jurlique CMO Departs

Jurlique Skin Care’s chief marketing and global brand officer Andrea Martens announced her departure after two years with the Australian-based company. Prior to joining Jurlique, Martens was a marketer and products manager at Unilever. Martens stated that she will be taking some time off and will do some ad hoc consulting work before planning her next professional move.


Mama Fu’s Picks Up CMO And Digital Marketing Manager

Jamie Cohen has joined Mama Fu’s Asian House as its first CMO and Erika Lingonblad was named as the food brand’s digital marketing manager. Headquartered in Austin, Texas, Mama Fu’s has 28 locations, with two in the United Arab Emirates.


AIA Insurance Group Appoints New CMO And CEO

Pan-Asian life insurance group AIA has appointed its deputy general manager of finance and actuarial Heng Zee Wang as CMO. According to a statement, Heng will oversee the development and implementation of an integrated marketing strategy for AIA, particularly its AIA Vitality brand, to encourage people to live healthier lives. At the same time, Eric Chang is taking the role of CEO Designate at AIA General, a new AIA subsidiary.


Save The Children Appoints Jennifer Roberti CMO

Jennifer Roberti has been named the very first chief marketing officer for Save the Children. Roberti joins the charity with over 20 years of experience, having served as senior vice president for marketing and communications at Unicef US as well as executive of group marketing for Nigeria’s MTN. In her new role, Roberti will help reshape global marketing, communications, fundraising and sponsorship activities.

“With a proven record of driving revenue, digital engagement and brand awareness, she is uniquely qualified to grow and engage our supporter base more deeply in our mission to reach every last child,” said Save the Children president and chief executive Carolyn Miles.


Walmart CMO Departs For Sam’s Club

Tony Rogers announced that he is leaving Walmart as its US chief marketing officer to take on the newly created role of chief member officer at Sam’s Club. The move won’t occur until late July, which gives Walmart time to find a replacement. Rogers has been a Walmart CMO for over two years, and his accomplishments include consolidating the retail giant’s physical store and ecommerce marketing teams into a single unit across three cities. The move from running marketing for the world’s biggest retail chain to a membership-based club store may come as a surprise to many, but Rogers said that after working 20 years in packaged goods, tech, retail and customer marketing, he was interested in working with a membership database for the first time. He also added that he looks forward to increasing the membership club’s relatively small ecommerce business while being the underdog in a competition against Costco.


Hiyacar Car-Sharing Rental Service Appoints CMO

Peer-to-peer car rental service Hiyacar has appointed Sarah Kilmartin as its chief marketing officer. Kilmartin, who was the head of broadcast marketing for the Sainsbury’s supermarket chain for seven years, will be responsible for driving sign-ups to the platform while growing the Airbnb-like peer-to-peer lending movement in London.

“I’m really passionate about community and believe the sharing economy has a huge role to play in building smarter communities, where people don’t need to own things they don’t use daily—they can hire from neighbours. It just makes sense,” said Kilmartin.


20th Century Fox Film Expands Marketing Team

Former Sony Pictures marketing SVP Mary Goss Robino has joined 20th Century Fox Film in the newly created role of EVP of global marketing partnerships, effective July 9. In this position, she will oversee the studio’s marketing promotions in addition to working with third-party marketing partners around the world. Robino has more than 25 years of experience in entertainment and brand marketing, and she has been behind marketing partnerships for major global franchises such as James Bond, Spider-Man, The Lord of the Rings, Star Wars and others.

At the same time, Zac Eller, Fox’s EVP of domestic promotions and partnerships, announced that he is departing the company to pursue new opportunities.


Senior Execs Depart As Time Warner Is Renamed To WarnerMedia 

AT&T is moving ahead with its plans for its newly acquired Time Warner unit by announcing a new executive structure in addition to rebranding the unit to WarnerMedia. The unveiling was accompanied by an announcement that John Martin, who has served as Turner’s CEO for over four years, is departing. Before the sale, Martin was seen as a potential successor to Time Warner CEO Jeff Bewkes, who is also expected to retire after the transition period. Several other senior level executives will also be departing as part of the restructuring effort.

Turner has been the company’s main revenue driver, bringing in more than $4.5 billion in 2017, which more than what HBO and Warner Bros. brought in combined at $2.2 billion and $1.76 billion respectively. Although AT&T executive John Stankey, who is charged with running the Time Warner properties, said that there will be little change to day-to-day operations, but “because we are now a subsidiary of AT&T Inc., many of the redundant corporate support functions between our companies at the HQ/holding company level will be eliminated in the coming months.” 


Editor’s Note: Our weekly careers post is updated daily. This installment will be updated until Friday, June 22. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.


Job Vacancies 

Senior Brand Manager Kellogg’s Battle Creek, MI
Head of Integrated Marketing Amazon Seattle, WA
Chief Marketing Officer Facebook Menlo Park, CA
Head of Product Marketing Walmart San Bruno, CA
SVP & Chief Marketing Officer Jacksonville Jaguars Jacksonville, FL
VP, Marketing & Innovation  Tillys Irvine, CA

Make sure to check back for updates on our jobs page.

Cannes Lions: Activism, Inclusion And Diversity Come Into View

What a difference a year makes. In the 12 months between Cannes Lions 2017 and Cannes Lions 2018, it seems like the advertising world has finally woken up to the fact that, for an industry that prides itself on innovation and advancement, its structures are run by and work for those predominantly male and white, and have been for a very long time.

However, in the face of pressure coming from both outside and within via the wake of the #MeToo movement and the consequences of the Sorrell scandal, it appears that the creative industries have finally started to address the problems with gender and racial equality. Debates and panel talks have made up a large portion of this edition of Cannes Lions, and the general vibe here is that the industry is coming to terms with its issues and is starting to put its house in order.

“It’s not about shutting it down, it’s more like ‘Let’s go in. Let’s storm the castle!” proclaimed Bozoma St. John, the former chief branding officer at Uber, who vocalized the more upfront, no-BS activism that has been shaking up the ad world. “Women are still usually receiving offers rather than asking for what our work is worth, and when you look at black women, it’s even worse. When I look at a role, I always research what a white guy is earning in the same job and ask to get what they’re getting.

Thanks to voices like St. John, more and more brands are responding to this activism by launching initiatives that are tackling these subjects head-on.

Unilever, for example, used this year’s festival to double down on their Unstereotype Alliance; a coming together of powerful consumer brands who, in their own words, “seek to eradicate harmful gender-based stereotypes.” In two far-reaching moves the company is partnering with Cartoon Network to create content that promotes less traditional views of gender and is also using its little-known entertainment arm U-entertainment to launch a perception-challenging pop group. Formed in close collaboration with pop mogul Simon Fuller, Now United will bring together 14 young artists from around the world to help champion messages of equality and tolerance.

The thing is, this new sense of brand purpose is not only shaping perceptions, it also makes sound business sense. “Our research has revealed that progressive ads are 16 percent more relevant, 21 percent more credible and can drive purchase intent by as much as 18 percent,” explained Aline Santos, Unilever’s global executive VP of marketing and head of diversity and inclusion, in speaking with AList after the launch event. “We’ve shown that progressive ads can create impact.”

Even though initiatives like this are causing advertising to reassess its relationship with color and gender, unfortunately, for many, there is still a feeling that the industry has a long way to go.

“Most men don’t want to be jerks, but we need more of them to be allies to women. We need them to stand up when there is sexism in the workplace,” pointed out Riveter founder Amy Nelson to a panel on Monday that spoke about changing the role of masculinity in the creative sector. “I’d like to get to a point where we can move past the ideas of masculinity and femininity and talk about how we can be good humans.”

It’s a sentiment echoed by Danielle Lee, Spotify’s global head of partner solutions when we met her at her company’s beach-side activation. “The best thing that men can do is stand up for equality,” she told us. “If they don’t see different races and genders represented on panels or at events they are attending, then they should refuse to do them.”

As Cannes’ focus on activism and diversity shows, change is coming and marketers ignore it at their peril. As sociologist and author Michael Kimmey told the hall on Monday, “[…] equality is not a zero-sum game, and we have enough data to show that companies who practice gender equality are more productive and have better returns on their investments. There is a very strong business case for a diverse workforce.”

What’s even clearer though, is that there will be no going back this time. Speaking to people from all cultures and backgrounds at the festival, there seems to be a collective willingness to make sure that advertising finally opens its doors. Certainly, there will be stumbles and it will be vital to track the progress in the years to come, but its inclusion in this year’s Cannes Lions sends a powerful message and shows the creative industries doing what they do best—breaking down barriers and changing the world.

Cannes Lions Sessions: #SheIsEqual Calls On Marketing To Set An Example

Marketing industry leaders are calling on their peers to become leaders in creating a world where women are treated equally and represented accurately.

“The people who are working in advertising and marketing have a responsibility,” Cannes Lions CEO Philip Thomas said in a panel on Wednesday. “Advertising and marketing are the most powerful culture-creating force in the world.”

Tapping into this power for good, Procter & Gamble has partnered with Global Citizen to introduce a new initiative called #SheIsEqual. This includes the first #SheIsEqual Summit on September 28 during UN General Assembly Week in New York.

The event will bring together governments and members of the advertising, media and entertainment industries to share perspectives and solutions in regard to gender equality, women’s economic empowerment, girls’ education and advocacy.

Representation of women in marketing and entertainment has a profound impact on how society perceives them, so #SheIsEqual will highlight campaigns that positively portray them in an equal light.

Madonna Badger, Glass Lion Jury President and See It Be It Chair will curate a “Creative Showcase” of these campaigns in partnership with Philip Thomas. The showcase will celebrate the best work from the 2018 Glass Lions and new SDG Lions competitions that show an equal world in action.

Queen Latifa and Katie Couric both announced projects during the keynote that will be sponsored by P&G. Designed to bolster the number of female directors and storytellers, The Queen Collective will work alongside brands and agencies to fund and find distribution for female-focused projects.

Couric unveiled a series called Getting There that profiles successful woman at the top of their fields, including Issa Rae (Insecure), Barefoot Contessa’s Ina Garten and Instagram’s Eva Chen.

“I’m thrilled to see so many brands and companies not just selling soap or shampoo but care about changing the world, to wield so much influence,” said Couric. “I thought, ‘why stop at advertising and why not extend into content?’ We’re going to be partnering with brands that share my value and that want to make the world a better place.”

Procter & Gamble, which spent over $2.75 billion on advertising last year, has been vocal about demanding changes to the advertising supply chain and the impact that marketing has on the world. To illustrate its concerns about fraud and brand safety, the manufacturing giant pulled ads from YouTube for a year and slashed its budget.

Cannes Lions’ China Day: The Next Big Player In Marketing And Advertising

Despite being situated in the Côte d’Azur, each year that goes by at Cannes Lions feels a little bit less French. This year has seen a foreign horde descending on the picturesque seaside town. They stomp around the narrow streets, pulling their suitcases, happily plowing through plates of cheeses they can barely pronounce and drain the surrounding region of a year’s worth of rosé.

Over the history of the festival, the demographic make-up of these invaders has subtly changed. The first wave was a gang of perpetually hungover advertising workers of London, who arrived cocky and hopeful, looking to bag a Lion, and only to end up stumbling from the Irish bar to the Gutter Bar looking for a free drink. Slowly, this has given way to a larger US crowd, brashly projecting their sporting achievements onto the side of the arena and loudly proclaiming to anyone who will listen that tech is changing the world.

This year, however a new group has started to emerge. Quieter and more polite than the other groups, they sit captivated in every panel discussion and seem ever-eager to Hoover up any culture they come across.

China has arrived.

It’s pointless to say that China is no longer an up-and-coming market. In terms of internet users, it’s already the largest in the world and internet use is still motoring ahead.

Its leading search-engine-turned-omni-corporation Alibaba is as big as—and even outperforms—Amazon in some areas. What’s more, the country leads the world in e-commerce, with the number of daily transactions beating the United States and EU combined and is speedily growing.

China is also at the forefront of the mobile revolution, with WeChat becoming the ubiquitous one-stop portal for the mobile web in a way that other apps can only dream of.

“In terms of sheer scalability, no one even comes close to China,” proclaimed Stephen Chang, corporate vice president of Tencent, in opening Cannes Lions’ China Day, a whole nine hours dedicated to showing off the People’s Republic’s growing technological chops.

“We’re a huge digital society with a market that is unafraid of new innovations. From QR codes to augmented reality and artificial intelligence, Chinese consumers are either actively using or are among the first adopters. China is knocking, are you ready to answer the opportunity?”

Sweeping statements and hyperbole aside, there is now clear evidence that Chinese companies are able to go toe-to-toe and, in some cases, have even begun to surpass their western counterparts.

“Today the younger generation is keeping very close contact with the world through innovation,” said Alibaba’s CMO Chris Tung as he spoke about his company’s rapid rise. “We have to be brave to build innovation. We have to encourage our workforce.”

Even in areas where they have traditionally been weak, like creative marketing and branding, China’s companies are making great strides.

“The idea that the Chinese aren’t creative is clearly ludicrous,” said Joy Tan, Huawei’s president of global media and communications to a packed forum yesterday.

“We invented gunpowder, the printing press and compass. In the modern world it is true that most innovations are American, but we lead the world when it comes to taking these inventions and applying them.”

“China is as tough as any other market these days,” explained Matt Che, VP of marketing for international beverage brand AB InBev. Speaking about his company’s strategy for cracking the country’s increasingly sophisticated consumer behavior. “We found that the beer industry had declined by 4 percent after our customers ditched karaoke bars for home parties. We found that the only way to reach them was a cross-channel campaign that combined influencer marketing and large activations to make sure that we followed the consumer across many screens.”

“Across all waves, disruption always seems to be most visible in China,” agreed Asmita Dubey, chief digital officer at L’Oréal. Offering an insight on how her company is attempting to corner the lucrative Asian market, the trick for western organizations seems to be move fast and be prepared for anything. “Broadly speaking, the strategy remains the same,” she continued. “It’s just that the scale and the speed and is much faster.”

It’s not only in technology and digital that Chinese companies are showing the world new ways of working. From corporate governance to office culture and ownership, companies like Tencent and BYD are pioneering what the corporate structure of a company could look like to drive massive success.

Mobile giant Huawei, for example, is leading the way in collaborative working, thanks to a unique corporate structure: 99 percent of the company is owned by its own workforce, with its founder laying claim to just 1 percent. Additionally, the company rotates chairmen on a six-month cycle, with the company claiming that this encourages adaptation and innovation.

In contrast to the cooperative nature of Huawei, BYD is similarly innovative. The vehicle and travel provider’s fearless spirit of adventure comes from the top and is actively encouraged by their maverick owner Wang Chuanfu, a self-made billionaire with a background in chemical engineering.

“Chairman Wang pushes us to the point that we make little failures,” says vice president Michael Austin, also an engineer by trade. “The trick is to not bet the farm on a mistake.”

As Cannes Lions shows, if you could say one thing about China, it’s that in almost every field, the preconceptions around the country’s business climate are changing.

The idea that the words “Made in China” means a product is a low quality knockoff couldn’t be further than the truth.

“When people find out the nationality of the brand, they are usually surprised,” Huawei’s European CMO told an audience during a lunchtime presentation. “There’s a perception that Chinese brands can’t be innovators, but it’s changing. We’re finally moving away from the idea that Chinese brands are mere copycats.”

All of this isn’t to say that China doesn’t still have a long way to go. After all, the country is new to the marketing and branding game, and as Cannes showed, while the Chinese can definitely walk the walk when it comes to innovation and technology, its marketing and advertising industry has yet to match the polished, groundbreaking campaigns of their western contemporaries.

However, one thing is for certain: China is now on the path to meeting and potentially surpassing the campaigns currently being lauded with Lions. With a veritable army of tech-savvy and culturally astute Chinese delegates in attendance, it won’t be long.

Brands Celebrated Father’s Day With Food, Humor And Gratitude

Father’s Day marketing for 2018 followed the tradition of heartfelt gratitude mixed with humor, but also reflected current views of what it means to be a dad. From heartfelt thank yous to silly jokes and favorite foods, these brands paid tribute to dads everywhere.

According to the National Retail Foundation, 77 percent of Americans planned on celebrating Father’s Day this year and to spend an average of $133 per person. The biggest spenders this year were between the ages of 25–34, who planned on spending an average of $188 per person.

With all the talk about gender equality and representation in marketing, it’s important not to forget dads. The portrayal of men as bumbling buffoons or lazy fathers will no longer fly. In fact, some brands are personally advocating to change marketing perceptions, as seen in this year’s holiday campaigns.

Dove Men + Care launched a campaign called “Dear Future Dads” that offers advice to parents-to-be while championing paternal leave in the US so both parents can bond with a new child.

Dads can give some great advice, so American Greetings put together a list of tips they received from their users. The spot illustrates each life tip with props and craft supplies, similar to the brand’s tribute to Mother’s Day.

Michelob Ultra celebrated not just fathers, but all father figures, whether they be a mentor, coach or step-dad. An emotional ad presented three father figures with letters of thanks from people whose lives they’ve touched.

Speaking of influencing children, Lagavulin partnered with “manly man” comedian Nick Offerman for an episode of “My Tales of Whiskey.” The Father’s Day spot shows both Offerman and his father going about their daily routine in much the same way, down to little gestures and facial expressions.

Modern dads are more emotionally involved and interactive than in previous generations, which allows them to make little moments special. Musician John Legend made up a silly song for when he changes diapers called “Stinky Booty,” which became the theme of a Father’s Day campaign for Pampers.

Fathers have a reputation for having fun with their kids by telling purposely bad jokes. The practice is so common and beloved that this type of humor has been dubbed a “dad joke.” WWE asked kids to share their favorite dad jokes for Father’s Day.

Dad’s can be cheesy, so Kraft took the idea quite literally. The brand offered a limited number of custom-made cheese sculptures of dear old dad, auctioning them off to the highest bidder. Proceeds of the auction went to Feeding America and Kraft matched the proceeds dollar-for-dollar.

Kraft’s A1 brand also offered a wacky alternative to ties and cologne this year with meat-scented candles. The exclusive gift is available in Original Meat, Backyard BBQ and Classic Burger.

Cannes Lions Sessions: A Look At The Factors That Drive Brand Value

Brands with creativity, disruption and great advertising at the heart of their businesses generate the most average brand value, Kantar Millward Brown revealed at Cannes Lions on Monday.

Kantar Millward Brown analyzed BrandZ’s 3.6 million consumer interviews comparing perceptions of 122,000 brands in 51 markets over the last 12 years to discover the role that consumer perception of creativity, disruption and advertising plays in building brand value.

Brands that consumers perceive as creative but not disruptive have grown their brand value by an average of 69 percent over that period, while brands that consumers perceive as “shaking things up,” i.e. disruptive, boosted brand value by 123 percent over the same period.

Those that display both creativity and disruption generated an average brand value growth of 154 percent.

The biggest jumps in brand value happened when consumers perceived a brand to combine creativity and disruption with great advertising. These brands experienced a boost in brand value of 265 percent.

BrandZ global head Doreen Wang was joined onstage by Deliveroo head of marketing for UK and Ireland Emily Kraftman, BYD general manager of global brand and PR Sherry Li and Ancestry.com CMO Vineet Mehra.

Hosted by Kantar Millward Brown’s BrandZ equity platform, “Disruptive Creativity: The New Model for Marketers” explored the balance between creativity and disruption while building a successful brand in consumers’ minds.

“If you are both disruptive and creative, you are hitting the sweet spot,” said Wang.

Wang added that the number one driver for brand growth is perceived innovation, which itself is driven by disruptive creativity.

“Having disruptive creativity at the heart of a business is about more than product and R&D, and being creative is not just about communications,” said Wang. “The best way for brands to influence consumer perception is through effective communications, by experimenting with new formats and, most importantly, by delivering a great brand experience.”

Report Examines How App Marketers Can Overcome Revenue Challenges

A new report published by marketing analytics platform AppsFlyer and Facebook analyzes $2.4 billion in revenue generated by 3,800 apps worldwide during early 2018 to get a better picture of the lifetime value (LTV) for mobile apps around the world. LTV measures the overall revenue a business generates from an average user throughout their time using an app, and it lets marketers know how much they can spend on user acquisition while remaining profitable. Using this benchmark as a foundation, the two companies are helping app marketers optimize their strategies across different regions and verticals.

The study found that app marketing revenue is up 80 percent from 2016 despite growing challenges such as an increasingly competitive marketplace coupled with falling retention rates. AppsFlyer goes on to state that there are currently two parallel trends that are adding to the monetization challenges, the first being that organic app discovery is “largely broken,” leading to a decreased number of high-value organic users. This is occurring as media costs are on the rise, which combines to have a negative impact on profitability.

In order to overcome these challenges, the report recommends that apps maximize the potential for multiple revenue streams, including in-app purchases (IAP), in-app advertising (IAA), paid-for apps and subscriptions. However, it tempers that statement by explaining that the premium “paid-for” model only works for a small percentage of apps with unique content from a top brand, while subscriptions benefit a minority of apps that constantly provide ongoing value through regularly updated content to a loyal group of users. Therefore, IAP and IAA make up the vast majority of revenue from apps with the former making up the lion’s share. But more developers are seeking to “monetize their in-app ad real estate” and take advantage of the rising media costs.

However, not all verticals are equal in the app market. Although the report states that there are major performance gaps between the gaming, shopping and travel verticals, gaming has less of a divide between both iOS and Android performance and between organic and non-organic traffic compared to the other categories. With gaming, average revenues from iOS users were only 28 percent higher than on Android, but they spent 70 and 60 percent more in shopping and travel respectively. Additionally, organic users only bring in six percent more revenue in gaming, while travel is 25 percent higher and shopping is estimated to be no less than 170 percent more. AppsFlyer cites the significantly heavier use of data among gaming app marketers as the key reason for this tremendous gap.

Gaming Apps

According to the study, the average gamer spends about $1.70 during a 90-day period, and the number jumps to $70.27 when isolating paying users only, even though only about 3.8 percent of gamers make purchases. Additionally, the UK and US markets generate significantly higher revenues than other countries, with growth continuing well past the 30-day mark. Developing markets such as Brazil, India and Indonesia show much less revenue and growth, while the spending trend in China lies in between mature and developing markets.

But despite these differences, the report recommends that game marketers focus on quality to attract paying users no matter what region they’re in. It’s also important to re-engage users after about a week, when revenue starts to drop off. The report further suggests entering into developing regions for new revenue streams to compensate for the extremely competitive US and UK markets, naming China as a major opportunity.

Shopping Apps

As for the shopping category, the study found that consumers usually know about brands before installing their apps, which is why the category has a high percentage of paying users. About 9.7 percent of users spend money on shopping apps, averaging $13.88 per user across a 90-day period, combining both organic and inorganic traffic. When it comes to shopping, organic users spend almost triple the amount non-organic ones do.

Again, the UK and US are the leading markets in the shopping category with Russia coming in third. However, only about five to six percent of users make purchases within the first week, no matter which region they’re in, with the number of conversions increasing by about 70 percent between day seven and 30, and about half of paying users in all countries tend to be repeat customers.

Although iOS shoppers bring in about 70 percent more revenue than Android users, the study states that the latter’s scale is too large to ignore. Marketers can maximize this platform by targeting high-end Android device users.

Travel Apps

About 9.6 percent of travel app users spend money, averaging $29.42 per user across a 180-day period, with iOS users spending 50 percent more than Android users. The report adds that travels apps see a 60 percent higher LTV from iOS users, and organic users are 2.5x more likely to book than non-organic ones, bringing in 60 percent more revenue.

Unsurprisingly, the US and UK are the lead markets in this category with Indonesia being a distant third followed closely by Russia. The report also states that Russia, Brazil and India have little long-term value for travel apps while the UK is kind-of in its own league. UK travelers are 3x more likely to book a trip within the first day compared to other key markets, and its users are far more likely to book more than three times within 90 days.

When it comes to travel apps, the report suggests re-engaging users after seven days, relying more on data to improve the value of market-driven installs, and focusing mainly on developed markets—particularly the UK—even though Indonesia is showing encouraging signs of growth.

Reddit Rolls Out Native Videos As Study Shows Users Are Willing To Watch More

This week in social media news, Reddit launches its native video ad platform as part of its ongoing redesign efforts, just as a new study shows that mobile users are willing to watch long-form videos. Facebook is expected to invest up to $2 billion over the next year to develop more exclusive content for its Watch platform, and Snapchat officially debuted its first branded Snappable augmented reality Lens in partnership with Three and its virtual flying pug mascot.

Reddit Rolls Out Native Video Ad Platform

Reddit launched its native video ads platform, with new ads rolling out next week, and brands including Nintendo, Audi and Netflix are already on board. These ads will only be served to users that are using the expanded card display layout of Reddit’s redesign, which is on by default. They will appear in-stream and automatically play without sound.

The is currently the third most popular website behind Google and YouTube, and Reddit reports that its video views have been growing by 23 percent each month since the start of 2018. Current videos average more than five million minutes of views per day, not accounting for spikes in viral content, which can lead to 100 million in a day.


Native Video Ad Study Find Viewers Are Willing To Watch More

Native advertising technology platform Adyoulike released a report that analyzes more than 30 million in-feed video views run across its platform from January to April 2018 to study the rise and performance of native video formats across the open web—specifically on premium publisher environments. Its findings contradict conventional wisdom, which dictates that any native video longer than six seconds is too much.

According to the report, smartphone users may be more likely to spend time engaging with longer videos than short ones if they’re executed correctly. Adyoulike found that 72 percent of mobile users who watch six seconds of a video will continue to view and engage with it for up to 22 seconds. Additionally, mobile and tablet users remain significantly more engaged with 15-22 second videos on premium publisher environments than desktop users.


Facebook To Put Another $1 Billion Into Watch Content

Facebook is doubling down on Watch as a TV-like platform for its massive user base, and analysts expect the social media giant to invest another $1 billion—perhaps $2 billion over the next year—to fund exclusive programming. Although that amount pales in comparison to the $8 billion Netflix is putting into its content, but it does represent a significant push toward original content in an effort to attract ad dollars. However, it is difficult to know what kind of impact Watch shows have on the platform, since its user growth has slowed. Facebook does not provide any official metrics or data for Watch, nor do third-party research companies such as Tubular or Nielsen.


Snapchat And Three Launch First ‘Snappable’ AR Lens

Snapchat launched its first branded Snappable interactive AR Lens today in the UK in partnership with the Three mobile network. The football-themed game features the virtual pet and mascot Puggerfly, which is a pug dog with butterfly wings. The Snappable is timed with the World Cup and follows-up Three’s “Go Binge” campaign where users could raise their own Puggerfly on Snapchat as a virtual pet.

“Since the start of our partnership with Snapchat we have focused on creating innovation and true integration across our campaign, end-to-end,” said Three’s director of brand and communications Kat Ward-Smith in a statement.


Reuters: Global Trust Declines In Social Media As A News Outlet

Across the world, consumers are finding the private nature of messaging apps to be a preferred source for news, according to new research by Reuters Institute. When asked which messaging app users had utilized for the purpose of reading and sharing news, 15 percent said they had used WhatsApp in the last week. Of all the age groups surveyed, those 18-24 use message apps the most for news at 26 percent.

“Somehow WhatsApp seems a lot more private,” one respondent commented. “Like it’s kind of a hybrid between texting and social media. Whereas in Facebook, for some reason it just feels like it’s public. Even if you’re in Messenger.”

Even before the Cambridge Analytica scandal, the use of Facebook for news has dropped an average of six percent since 2016 and dropped by nine percent from 2017 to 2018 in the US. Meanwhile, Instagram and Snapchat news usage rose three percent and two percent respectively in two years.


SnapKit Rolls Out To Developers, Touting Privacy Features

Snap, Inc. officially rolled out its SnapKit on Thursday, allowing third-party users to add features like “sign in with Snapchat” or access AR camera effects. The biggest selling point for developers and consumers is privacy, especially in the wake of GDPR and Facebook’s ongoing list of scandals. Third-party apps can only integrate an optional Snapchat username or Bitmoji, but cannot ask for email addresses or other information. In addition, links to third-party apps are severed if they go unused after 90 days.

“It really became challenging for us to see our users then use other products throughout their day and have to lower their expectations,” Snap’s vice president of product Jacob Andreou told TechCrunch. “[. . .] having to be okay with the fact that all of their information and data would be shared.”


Pandora Adds Snapchat Integration To Share Music With Friends

A new partnership will allow US Snapchat users to share music with their friends. As reported by Billboard, Pandora listeners will soon be able to share music through a “share on Snapchat” option within the app. The music will appear as animated cards, which can be listened to by swiping up.

“This will be a powerful and comprehensive social integration with music,” said Chris Phillips, chief product officer at Pandora. “The Snapchat product experience and user base are primed for sharing, and our collaboration will provide a creative and compelling way to discover and enjoy music in a way that’s intuitive to Snapchatters.”


Snapchat Introduces Offline Sales Impact (OSI) Measurement Tools

Following a successful beta trial, Snapchat marketers in the UK can now access Offline Sales Impact (OSI) tools. The tools are the result of a partnership between Snapchat and LiveRamp and allow marketers to measure how users react to a brand once they leave the app and visit retailers.

“Adding the Offline Sales Impact solution adds another dimension to the way we can help brands evaluate their impact on Snapchat,” said Andy Pang, international head of measurement at Snapchat. “We’ve always known Snapchat has a differentiated audience, and with OSI we can clearly demonstrate how Snapchat introduces new customers and value to a brand.”

Brands in Europe will also be able to measure Snapchat campaigns alongside other marketing channels including TV, radio, print and digital using LiveRamp’s Marketing Mix Modelling (MMM) partner program.


Facebook Can Ban Advertisers Based On Poor Reviews

Users that clicked on a Facebook ad that resulted in a transaction can leave feedback for that business, the company revealed on Tuesday. The good news is, the tool will help Facebook weed out ads that continually misrepresent their products and services. The bad news is, negative reviews may result in a ban.

“We spoke with people who have purchased things from Facebook advertisers, and the two biggest frustrations we heard were that people don’t like ads that quote inaccurate shipping times or that misrepresent products,” Facebook said.

Facebook users can access the feedback tool through their ads activity tab and share their experiences. Advertisers that receive high volumes of negative feedback will be notified by Facebook, along with guidance on how to rectify the situation. If the advertiser does not improve its feedback rating or continues to market in the same way, Facebook said it will take additional action such as reducing the number of ads they can purchase or ban them altogether.


Shoppable Stickers Added To Instagram Stories

Instagram has added shopping tags to brand Stories on the platform, allowing users to tap the icon for more information about a product. Partnering retailers including Adidas, Aritzia and The Kooples can now tag and link directly to their products so users can make purchases without leaving the app.

For now, the new Instagram Stories shopping feature is available only for businesses and not individual creators that could solicit affiliate payments or sponsored products. Brands can link only to products that they sell themselves and not to third-party retailers for the time being, and the feature is free.


Net Neutrality Repeal Takes Effect

On Monday, the FTC officially enacted its Restoring Internet Freedom Order, repealing Obama-era regulations that required internet providers treat all digital content the same. The FTC called them unnecessary, heavy-handed regulations that restricted investment, access and competition among internet providers.

In a press release, the FTC assured US citizens that this new order will increase provider transparency while being held accountable for acts deemed anticompetitive or unfair and deceptive.


Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, June 15. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at editorial@alistdaily.com.

This Week’s Exec Shifts: News Corp CMO Tony Phillips Departs

This week: News Corp and StarHub both lose marketing heads, AWAL appoints a new head of artist marketing and Rue 21 makes some executive changes following bankruptcy. In addition, LiveXLive appoints an interim marketing chief, Wingstop pegs a Holiday Inn and Coca-Cola veteran to lead its global marketing efforts, Kraft Heinz names a new chief marketing officer, Stitch Fix lands a Google exec as its new CMO, Uber’s marketing chief moves to Endeavor and Duolingo invests in original programming with its latest hire.

News Corp Confirms Upcoming Departure Of Tony Phillips

After serving for two and a half years, News Corp chief marketing officer Tony Phillips will exit the company at the end of 2018 to return to this hometown of Melbourne, Australia. Phillips plans to establish his own brand consultancy firm, with News Corp as his first client. Plans by NewsCorp to fill the chief marketing officer role next year have not been divulged.

“Since joining us two-and-a-half years ago, Tony has demonstrated a deep passion for our brands, a deep affection for our business and limitless creativity for re-energizing our brand positioning in the market,” said NewsCorp in a statement.


AWAL Names Michael Pukownik SVP, Head Of Artist Marketing NA

Kobalt Music’s AWAL recordings company has appointed Michael Pukownik as senior vice president and head of artist marketing for North America. Pukownik will oversee artist marketing campaigns for the AWAL line-up from its Los Angeles office and drive digital marketing strategy.  Previous to joining AWAL, Pukownik served three years as vice president of marketing at Warner Bros. Records.


StarHub Confirms Exit Of CMO, VP Of Brand Experience

Howie Lau, chief marketing officer and head of consumer business is leaving StarHub for a job in the public service sector. He first joined the company in 2015.

“StarHub has been an amazing chapter in my life and I am grateful for all the opportunities, partnerships and friendships which will last beyond the turning of pages. I am confident that StarHub will continue her transformation journey amidst the disruptions in the industry and emerge more successful than before,” said Lau.

Vice president of brand experience Oliver Chong is also leaving StarHub “with a heavy heart” and will take a marketing position with another brand. He served the company for over 18 years.

“Together with the team and our agency partners, we have grown the brand and produced many award-winning campaigns that allowed us to connect with our customers,” wrote Chong. “We have a strong foundation and I am confident that the current team of experienced and dedicated marketing professionals at StarHub will continue to build upon the brand’s success.”


Rue 21 Hires Stephen Sommers As Chief Marketing Officer

Teen apparel brand Rue 21 has appointed Stephen Sommers as senior VP and chief marketing officer. Most recently, Sommers was chief marketing officer at Vineyard Vines.

Sommers’ appointment comes at a time of renewal and executive changes for Rue 21, which exited bankruptcy in September. Rue 21 has also appointed Laurie Van Brunt to the role of chief marketing officer effective June 25. Van Brunt previously served as president of Soma Intimate for Chico’s FAS, as well as corporate vice president and director of private brand management at J. C. Penney Company.

Rue21 has named Michele Pascoe as senior VP and CFO, succeeding Stephen Coulombe who was named interim finance head in March 2018.


LiveXLive Appoints Jonathan Anastas Interim CMO

Jonathan Anastas joins digital media company LiveXLive as its interim chief marketing officer this week. In his new position, Anastas will oversee marketing activities for all operating units, including LiveXLive and Slacker Radio. Prior to his work at LiveXLive, Anastas has acted as marketing chief for TEN: a Discovery Communications Company, as well as a number of video game brands including Atari and Activision Blizzard.


Wingstop Names Maurice Cooper SVP, Chief Marketing Officer

Maurice Cooper has been appointed Wingstop’s new senior vice president and chief marketing officer. In his new role, Cooper will be responsible for overseeing the chain’s global marketing strategy and execution. Cooper brings more than 15 years of experience to Wingstop and most recently served as global vice president of Holiday Inn.

“Maurice has a strong track record of success as an award-winning marketer, as well as a business leader dedicated to consumer and franchisee satisfaction,” Charlie Morrison, chairman and CEO of Wingstop said in a statement. “As we continue to rapidly expand our footprint, Maurice will have an instrumental role in building and promoting the Wingstop brand globally.”


Kraft Heinz Appoints Karina Ong CMO For APAC Region

Karina Ong joins Kraft Heinz this week as the new chief marketing officer for the Asia Pacific region. As CMO, Ong will lead growth and spearhead long-term innovation for the brand from her location in Singapore.

Prior to joining Kraft Heinz, Ong serves as global brand development director for Pond’s and other roles under parent company Unilever. Prior to Unilever, Ong was also responsible for leading key brand and marketing teams at Johnson & Johnson and Lux Asia.


Stitch Fix Hires Deirdre Findlay As Chief Marketing Officer

Personal stylist brand Stitch Fix has appointed Deirdre Findlay its new chief marketing officer. In her new role, Findlay will lead all marketing, creative, and communications initiatives for the company. Bringing over 20 years of experience to the brand, Findlay most recently served as senior director of global hardware marketing at Google, where she oversaw marketing for Google’s home hardware products, including Google Home, Chromecast, and Google Wifi.

“Deirdre is a strategic leader with a deep understanding of what drives consumer behavior and how to connect with clients in an authentic way,” said Katrina Lake, founder and CEO of Stitch Fix. “Her blend of vision, creativity, insight, and practical experience building personal and relatable brand experiences will be a major asset to the company as we focus on defining our brand and growing the business. We’re thrilled to have her join our team


Duolingo Appoints Tim Shey Head Of Original Programming

Tim Shey joins language learning app Duolingo this week, where he will lead original content on the platform. Shey recently served as YouTube head of scripted original programming. Duolingo recently expanded its offerings to include original programming such as a documentary about refugees and a Spanish podcast.


Bozoma Saint John Joins Endeavor As CMO

After a year with the company, Bozoma Saint John has exited Uber and has been appointed chief marketing officer at voice talent agency Endeavor. Saint John’s entertainment industry connections will no doubt aide her in this new position. While her exit appeared sudden, Uber expressed gratitude when informing employees of the change.

“She has been a fantastic ambassador and evangelist for our brand, and we’re in a better place because of her vision and her work,” Uber CEO Dara Khosrowshahi wrote in an internal memo acquired by Recode.


Editor’s Note: Our weekly careers post is updated daily. This installment will be updated until Friday, June 15. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.


Job Vacancies 

VP, Marketing Pandora Jewelry Baltimore, MD
VP Marketing Manager, Gamification JPMorgan Chase New York, NY
Chief Marketing Officer Facebook Menlo Park, CA
VP, Acquisition & Brand Marketing CBS Interactive Burbank, CA
VP, Marketing Integrated Planning  Vitamin Shoppe Secaucus, NJ
Chief Communications & Marketing Officer UCLA Health Westwood, CA

Make sure to check back for updates on our jobs page.

Cannes Lions Behind-The-Scenes: Badger And Winters’ Madonna Badger

The Glass Lion for Change is awarded to marketing teams for work that celebrates culture-changing creativity—think “breaking the glass ceiling.” This year at Cannes Lions, the Glass category’s jury president is Madonna Badger, founder and chief creative officer for Badger and Winters. Badger joined AListDaily to talk about how the industry is changing and why putting a woman in your ad isn’t enough to create meaningful diversity.

This is the first time Badger will serve as jury president, although she has attended Cannes three times before and served on the Glass Lion for Change jury two years ago. In 2017, she introduced #WomenNotObjects, a movement that differentiates sex from objectification in advertising. Badger was moved to receive three standing ovations during her presentation.

“It was on my birthday,” Badger recalled fondly. “It was pretty amazing.”

Last year, Badger also served as the ambassador for the Cannes Lions See It Be It mentorship initiative. This time, she will be chairwoman—a role she looks forward to with great anticipation.

“I get to meet all 20 amazing young women from all over the world,” Badger said. “I love to talk to all the young people and hear what they think and where this industry is going and what’s important to them. I love hearing from my mentors and peers obviously, but there’s something really interesting [about] being engaged with young people and their viewpoint of advertising. That will be the heart and soul of Cannes for me.”

Can you tell us a bit about the voting process?

We’ve been through over 200 different entries and have gotten it down to a shortlist and then [announcing the winner] will be by live presentation this year which will be really exciting. It’s also interesting to also be on the jury with some really incredible people.

How does your experience inform your judging and voting?

The number one thing for me is that it can’t feel like a gimmick where it’s just femme washing, transgender washing pinkwashing or whatever in order to get better interest. Really, it’s just a gimmick that they didn’t put any time or energy into and didn’t have it for any length of time. Watching for the gimmick factor is something I’m very keen to in the judging process.

How has the nature of your work changed in the last five years?

Certainly, there has been an enormous change in the last five years, but the biggest change is the realization of—and addressing the fact that—women are really guiding a third of the world’s economy. That recognition by giant companies all over the world has made women not only a focal point in some instances but being treated on a more equal basis. For example, [companies are showing] more women driving cars, [using them] in voice-over and more of women’s issues being taken up by major corporations.

How do you think the marketing industry perceives itself in 2018?

Confused. It’s a very confusing time. Actually, it isn’t so much confused as changed. There is so much change afoot in terms of reaching consumers and how to talk to consumers. When you have a sea of products that have very little differentiation among them, purpose can be an incredible point of difference.

I think that empathy is really the key to change. All advertising, marketing agencies (and frankly corporations) have to deal with [the fact] that the consumer needs to be empathized with in order to really understand how to reach them where they are. There are all these new media that we have to understand and empathize with her on [including] his or her way of thinking to make sure we are part of it. And of course, then there are things like the point of difference in the product itself—here it’s made, how it’s made, etc. In this hyper-transparent world, all of those things are vital to the advertising and marketing process.

What are you most excited for in the coming years?

I’m most interested to see creative that is surprising and a little bit scary because it’s something we haven’t seen before. [It will be a] way of talking to people and reaching people that feels completely fresh and new. I think there are many industries that haven’t even begun to talk to women in any kind of meaningful way, like beer or even the beauty category—it’s still very objectifying for the most part. I think there’s room in tech and cars and everything for us to have more meaningful conversations with men and women based on a more equal and just world.